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Alf Khair & 10KSA
Alf Khair was social enterprise founded in 2013 by [|HRH Princess Reema bint Bandar Al Saud], aimed at elevating the professional capital of Saudi women. Through several initiatives, it achieved its vision, which was to be a center of excellence for the personal and professional development of individuals, to enable them to be productive, engaged, competent and integrated members of their communities.

The initiatives included Alf Darb, which created a more productive and healthier organizational culture through education, training and development programmes, and Alf Hewar, a series of public discussions on topics designed to inspire a generation through dialogue.

Perhaps its most famous initiative was 10KSA, which introduced the concept of holistic health awareness for a healthier Saudi community.

Launched in 2015, the campaign held events all over the Kingdom of Saudi Arabia to raise awareness regarding the importance of good health behaviors in the management of non-communicable diseases, such as breast cancer, in an effort to shift the healthcare discussion from crisis care to preventative care.

The year-long campaign culminated in a women-only event, held in Riyadh on 12 December 2015, who together formed the World’s Largest Human Awareness Ribbon, entering into the Guinness World Book of Records. With over 13,000 women in attendance, 10KSA was the first private sector led gathering of such a size.

In 2016 these achievements were further recognized by The Holmes Report, who awarded the campaign ‘2016 Global Sabre Awards Winner’ as well as ‘Winner in Practice Areas Not For Profit’, and Alf Khair Finalists in ‘Company of the Year’ and ‘Brand Building of the Year’.

In 2017 10KSA was also recipient of the PR recognition, the Kotler Award.